Wire Stone built and staffed a completely custom content studio to support the content needs of this new experience, getting our hands dirty making and shooting cupcakes, cookies, and other delicious dishes. We used this content to create a “visual navigation paradigm” by which users are inspired by imagery to lead them through the site. And for each user, the site records site activity, likes, dislikes, recipes printed, and other activity–using that important data to algorithmically serve up dynamic content to each user.
But that’s only half the story. Wire Stone and Duncan Hines then leveraged all this amazing, inspirational content on social channels, creating a seamless cadence of images, videos, recipes, and more that helped redefine success for the CPG industry in social.